Some people refer to the two sides of marketing as art & science but I prefer the term a colleague of mine established: magic & logic. The term magic works for me as it is about creating an event, an interaction that is able to establish some form of emotional connection. But logic is increasingly important to a brand as it strives to be consistent and successful in delivering to the needs and expectations of its customers at every point of interaction.
I believe a good marketer needs to be competent in both.
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